"We are trying to take what we do to another level with more advanced audience data," said Alison Gensheimer, head of global marketing at Nielsen. "It's beyond foundational information like age and gender to things like race and ethnicity, so you can see the audiences that matter. The era we're entering will bring the ability to find the audiences that are most relevant to you, across platforms."
While demographics used to drive decisions about media buying, behavior has emerged as a key to understanding what moves audiences, said Aulden Kaye, head of advertising partnerships for streaming service Philo. "The old gold standard was demographic data―'Who is my main customer, what is their persona?' And I'll just go wherever those people are." He emphasized the need to be nuanced about the demographic, but also about behavioral data that splits those demographics into different segments.
But a focus on data shouldn't come at the expense of creativity, said Laura Simpson, chief intelligence officer & president of McCann Worldgroup Truth Central. "How can we better bridge the gap between creative audience needs and media audience needs?" she asked the audience. "We use the word 'precision', but we should also talk about 'possibilities'. Are we creating the right data stack that gives us a deeply human view of our audience?
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